廣告大師李奧貝納

---廣告大師李奧貝納百感交集100LEO’SWit&WisdomfromLeoBurnett伸手摘星，即使徒勞無功，亦不致一手污泥。Whenyoureachforthestarsyoumaynotquitegetone,butyouwon’tcomeupwithahandfulofmudeither。

百感交集不想犯錯(cuò)？只要不再去想好的創(chuàng)意點(diǎn)子就行了。Toswearoffmakingmistakesisveryeasy.Allyouhavetodoisswearoffhavingideas.

百感交集喪失謙遜，會危害我們的判斷力；自以為是，可以讓我們前進(jìn)時(shí)栽跟斗。Lossofhumilitycanwreckourjudgment.Smugcomplacencycanputaroadblockinfrontorourprogress.

百感交集

Thereisnosuchthingasapermanentadvertisingsuccess.

廣告沒有永恒的成功。百感交集我相信，自我的滿足就是每天感覺自己的薪水一分一毫都是自己流血流汗賺來的。Personalsatisfaction,Ibelieve,mustcomein

aday-to-dayfeelingthatonehasearnedhisorherpay.

百感交集我從未見過，在任何真正偉大廣告誕生的過程中沒有一點(diǎn)疑惑、沒有堆滿的廢紙簍、沒有殫精竭慮，沒有對自我的惱怒和詛咒。RarelyhaveIseenanyreallygreatadvertising

createdwithoutacertainamountofconfusion,throw-aways,bentnoses,irritationanddownrightcursedness.

百感交集有趣卻毫無銷售力的廣告，只是在原地踏步；但是有銷售力卻無趣的廣告，卻令人憎惡。Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.百感交集做生意的唯一目的，幾在服務(wù)人群；而廣告的唯一目的，就是對人們解釋這項(xiàng)服務(wù)。Thesolepurposeofbusinessisservice.Thesolepurposeofadvertisingisexplainingtheservicewhichisbusinessrenders.百感交集這家公司從來不曾刻板而無趣。這是我們珍貴的資產(chǎn)，也是每天兢兢業(yè)業(yè)的原動力。Onethingthiscompanyhasneverbeenisstuffy.Andthisisavaluablethingnot

tohavebeenandisverymuchapartofwhatmakesustick.百感交集簡單點(diǎn)吧！讓我們挑最明顯的特點(diǎn)-最共通的事物-把它做的非比尋常地好。Keepitsimple.Let’sdotheobviousthing----thecommonthing--butlet’sdoituncommonlywell.

百感交集最可怕的未來，就是萬一我們得了“肥腦癥”（fatheadism）兩耳之間別無長物，只有肥油，足以致我們于死地。Themostfearfulpossibilitythatliesaheadisthatwemightcontractfatheadism’--fatbetweentheearscandestroyus.

百感交集我們希望消費(fèi)者說：“這真是個(gè)好產(chǎn)品”，而不是說：“這真是個(gè)好廣告”。Wewantconsumerstosay,‘That’s--ahellofproduct’insteadof‘That’sahellofanad.’百感交集企劃廣告時(shí)，就該想到如何銷售。Planthesalewhenyouplanthead.百感交集即使不考慮道德因素，不誠實(shí)的廣告也被證實(shí)無利可圖。Regardlessofthemoralissue,dishonestyinadvertisinghasprovedveryunprofitable.百感交集如果你無法將自己當(dāng)成消費(fèi)者，那么你根本就不該進(jìn)入廣告這一行。Ifyoucan’tturnyourselfintoyourcustomer,youprobablyshouldn’tbeintheadwritingbusinessatall.百感交集如果你在芝加哥做不出好廣告，換到別的地方也無濟(jì)于事Ifyoucan’tmakeagoodadinChicago,youcan’tmakeoneanywhere.百感交集有能力的創(chuàng)意人員，不會認(rèn)為他的工作只是一項(xiàng)或一套廣告，他一定會下功夫去了解影響產(chǎn)品銷售的其他因素。Thecompetentcreativemandoesnotapproachhisjobsolelyintermsofmakinganadvertisement,oraseriesofadvertisements.Hemustapproachitwithaclearunderstandofwhatotherfactorsareinvolvedinthesaleoftheproduct百感交集在這個(gè)沒人知道明天是什么樣子的世界里，唯一能教人免于沮喪發(fā)狂的東西，就是樸實(shí)原始的作品。Inaworldwherenobodyseemstoknowwhat’sgoingtohappennext,theonlythingtodotokeepfromgoingcompletelynutsfromfrustrationisplainold-fashionedwork.百感交集對生活抱持全面性的好奇，仍是偉大創(chuàng)意人員成功的秘訣。Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.百感交集我們生活的真正目的，便是透過創(chuàng)意和點(diǎn)子，為客戶創(chuàng)造商譽(yù)并不斷開創(chuàng)銷售佳績。Ourrealpurposeinlifeisthatofimprovingthesaleseffectivenessandreputationofourclientsthroughideas.百感交集如果我們努力去尋找的話，終會有改進(jìn)的空間，在某處等著我們。Thereisaparadiseofimprovementawaitingusifwesearchhardenoughforit.百感交集我漸漸學(xué)到，為當(dāng)時(shí)不受歡迎的想法或觀念而戰(zhàn)，永遠(yuǎn)是值回票價(jià)的，千萬別屈服匆促而輕率的大眾協(xié)議。Ihavelearnedthatitpaystofightforconceptsandcausesthatmayappearunpopularatthemoment,ratherthanfollowingthecoursequickandeasyagreement.百感交集很明確的,公司不可能不比員工成長得更好或更快。Itisapparentthatthecompanycan’tbeanybetterorbiggerthanthegrowthofthepeopleinit.百感交集廣告是人與人溝通的行業(yè)，我們應(yīng)永遠(yuǎn)力行這個(gè)原則。Inthisagencybusinesswearepeopletalkingtopeople,andthat’swhatweshouldkeeprunningthroughoutfingers.百感交集我們制作銷售產(chǎn)品的廣告，但也請記住，廣告負(fù)有廣泛的社會責(zé)任。Let’sgearouradvertisingtosellourgoods,butlet’srecognizealsothatadvertisinghasabroadsocialresponsibility.百感交集如果你并不擁有十足的創(chuàng)造力，豐富的想象力，對萬事萬物也沒有太多的好奇和疑問，那么，我勸你最好離廣告這行遠(yuǎn)一點(diǎn)。Ifyou’renotfertileandimaginativeandfullofwonder--andcuriosity,Iurgeyoutostayawayfromadvertising.百感交集所謂的[拜大主義]，就是冰封固有操守而火熱追求利潤。‘Too-bigness’hassetinwhenthehotpursuitOfprofitscutscornersonold-fashionedethics.百感交集一個(gè)真正優(yōu)秀的創(chuàng)意人員，對實(shí)事求是比能言善道更有興趣，對感動人心比甜言蜜語更覺滿足。Areallygoodcreativepersonismoreinterestedinearnestnessthaninglibnessandtakesmoresatisfactionoutofconvertingpeoplethanin‘wowing’them.百感交集創(chuàng)意給人生命和生趣。Ideasaloneenableamantosurviveandflourish.百感交集當(dāng)一個(gè)人從骨子里深深了解什么是對的，并時(shí)時(shí)身體力行，他便能免于落入妥協(xié)的陷阱—-沒有人能收買他或腐化他。Whenamanknowsdeepinhisboneswhatisright,andkeepsactingonit,heavoidsthetrapofcompromise----heremainsincorruptible.百感交集一個(gè)公司，如果員工都不敢開口說話，發(fā)出不同的聲音，或大膽表達(dá)創(chuàng)見，大概離關(guān)門不遠(yuǎn)了。Acompanyinwhichanyoneisafraidtospeakup,todiffer,tobedaringandoriginal,isclosingthecoffindooronitself.百感交集公司壯大的一半樂趣，我認(rèn)為，是對[先貶后褒]毫不在意。Halfthepleasureofgettingbig,Ithink,istothumbyournoseattheindignityofgettingdignified.百感交集讓我們繼續(xù)以此聞名：[這家代理商，花了大部分時(shí)間在改進(jìn)它的理念，而不是辯解它的正確性]。Let’scontinuetobeknownasanagencywhichspendsmoretimetryingtoimproveitstheoriesratherthantodefendthem.百感交集整體的解決方法始終于單一個(gè)體的個(gè)別努力。Collectivesolutionstoproblemsstartwithindividualhumanbeingsandindividualefforts.百感交集公司變大，有時(shí)候的確有說不出的苦處，但是，相信我，比起縮編和停滯，這種痛苦實(shí)在微不足道。